Vending machines get soda calorie counts, before you press the button

Vending machines across the U.S. and Colorado are seeing the results of a truth-in-eating campaign by the beverage industry, with eye-popping calorie counts showing up on the buttons of your favorite pop before you hit the fateful choice.

Vending machines are beginning to display calorie counts on each button (The Denver Post, Michael Booth)

Daniel Schneider[1] actually noticed them first in our newsroom vending machines; turns out Coke machines have them now, at least in our building, with the nearby Pepsi machine on the list for later in the year. Now you’ll be reminded that the Coca-Cola regular has 240 calories in one bottle, just before you make the purchase; the Cherry Coke has an extra 20 calories for a high 260.

A spokeswoman for Coca-Cola in Atlanta said the new notices are part of an American Beverage Association “Calories Count” program, aimed at giving consumers more information. No doubt some of the industry efforts are preemptive, given interest in New York City and other places to more heavily regulate sugary sodas and other drinks.

The beverage companies have also placed the calorie information prominently on the front of each can or bottle, said Kirsten Witt Webb of Coca-Cola. That previous move was a big improvement from the small-print, per-serving information on obscure side or back labels of most bottles and cans.

Will it further hinder full-sugar sales, or drive more people to diet versions that have the attractive “0” on the front? Coke and others demure that they are simply trying to give clear information, not predict sales. But some of the damage has already been done, as sugar soda sales plummet overall. [2]Coca-Cola reported a 4 percent decline in North American soda sales in its latest reporting period, and the other leaders have also seen drops.